A major television drama that’s set to unfold in 2025 is already creating a buzz behind the scenes at several leading media companies in the U.S.
This transition occurs as the NBA shifts its broadcasting from Warner Bros. Discovery’s TNT to NBCUniversal’s NBC, Peacock, and Amazon Prime Video later this year. This marks one of the largest audience and ad revenue shifts in television since CBS lost its longstanding NFL contract to Fox in 1993. The effects from that deal still linger, creating pressure on CBS today. Warner Bros. Discovery is poised to face similar challenges, with forecasts indicating a loss of $1.1 billion in TV ad revenue by 2026, a significant 23% decrease, largely due to losing the NBA rights for the first time since 1989.
Both existing and new NBA broadcasters are recognizing the significant opportunities ahead. Disney, which continues its relationship with the NBA despite dropping some games, is projected to earn around $1.25 billion annually from NBA games due to holding the rights to the NBA Finals. NBC is expected to generate over $1 billion, while Amazon’s projections are around $750 million. The new contract will feature 75 NBA games broadcast on television, a notable increase from the 15 games in the previous deal.
The financial stakes are substantial, with all three companies committing large sums for the new rights agreements spanning from late 2025 to the 2035-2036 season. NBC is rumored to be paying the NBA $2.5 billion annually, surpassing their NFL “Sunday Night Football” deal. Disney’s investment is estimated at $2.6 billion per year, while Amazon’s is around $1.8 billion.
This rush to secure assets reflects how heavily media companies are relying on sports to enhance their business models. As audiences increasingly choose their viewing times for scripted shows, drawing large crowds for advertisers has become more challenging.
NBC’s ambition mirrors that of the NFL in reaching a broader viewership. The league will enjoy more games on broadcast television, appealing to new generations of fans who shy away from traditional cable subscriptions. Additionally, popular programming like Warner’s “Inside the NBA” will be incorporated into Disney’s ESPN.
The upcoming year’s upfront market will likely be shaped by the scramble for advertising revenue related to basketball. With three companies holding broadcasting rights, competition in the marketplace has intensified, prompting NBC and Amazon to tie NBA promotions with other major sports events to attract advertisers.
